Creative Brand Strategy - Task 2A & 2B

22/04/23 - 12/05/24 / Week 1 - Week 6
Azriq Anwar Bin Saprudin / 0353272
Creative Brand Strategy / Bachelor of Design (Hons) in Creative Media
Task 2A & 2B - Ideation & Design Direction

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INSTRUCTIONS

Task 2A: Ideation

This task is aimed to come up with key visuals and ideas. The Task 1B campaign proposal's customer journey map will be in relation to the ideation. Furthermore, to state a campaign name, goals that I want to achieve, come up with the applications that will be necessary: e.g. website, social media, packaging. 

Also, to find the suitable references for each application, have a rough idea on how it would look like, and to describe the details of the applications.

Campaign Name: Crunch Off Guilts

Tagline: Snack without apology!

Key message: Experience guilt-free indulgence with the perfect collaboration between Pocky and Calli ice cream, where delicious treats meet wholesome ingredients for a healthier snacking experience.

With a focus on using natural sweeteners, avoiding artificial preservatives, and crafting snacks that leave you feeling satisfied and energized, Pocky x Calli offers a guilt-free alternative to traditional indulgences.

Join us in redefining snacking by enjoying the irresistible taste of Pocky's biscuit sticks paired with Calli's creamy ice cream, creating a match made in snack heaven that prioritizes health and promotes guilt-free enjoyment.

Campaign Goals: 

• Promote health conscious snacking
• Showcase flavorful and innovative combinations
• Educate consumers and balanced snacking
• Foster positive and inclusive communities
• Drive brand awareness and loyalty

Ideas for brand touchpoints, online and offline -

Online

- website

- socmed (9 posts)

- promotional video (30 secs)

- spotify playlist and cover

Offline

- packaging

- store display

- merchandise/collaterals

    - can be utilized in the website as one of the pages

References

Fig 1.1 Visual references for website design

My references for the websites are broken down to 3 factors;

Starting from the reference on the left, I plan to refer to the raw elements and shapes that was utilized. Also the color palette the reference is close to what I envisioned the campaign branding to look like.

I am fond of the middle reference because of the way the images were framed in a particular and unique way, which I think gives character to the webpage.

I like the look of the layout on the reference on the right, which could fit well on the store page.

Fig 1.2 Ideation sketches on the website

My sketches for the website, includes; 

- Landing page

- About 

- Shop

- Contact 

- Subscribe

- Cart/Checkout

Fig 1.3 Visual references for Social Media appearance

The two references on the left were chosen because of their play on imagery and typeface

But I am leaning more towards the two references on the right gives a stronger composition on typography and I plan to utilize and refer to the variations of framing to place the images/ illustrations in.

Social media posts ideas:

- intro to collaboration

- product showcase

- mascot visuals

- packaging close-ups

- promo vid

- illustrations of mascots

- showcase of merchandise

- informative post about promoting health

- product showcase #2

Fig 1.4 Visual references for promotional video

I plan to create the promo video as a hand drawn animation style. The references derives from my recent and older personal work.

Links to references
https://www.instagram.com/reel/CG3qOEXJybD/

https://www.instagram.com/reel/CorbqJPhmCZ/

Fig 1.5 Visual references for Spotify playlist cover art

A Spotify playlist compiled and curated for consumers or anyone to listen to while enjoying the snack or just reminiscing or craving it. The visuals will be based on the mascots and illustrations taken from the packaging.

Fig 1.6 Visual references for packaging design

To utilize the packaging design by containing the mascots to support the packaging itself, followed by typefaces and subtle backgrounds.

Fig 1.7 Visual references for store display

To have the mascots promoting be the highlight of the store display or to have a standalone store display, showing the overall aesthetic of the campaign, displaying the products within and around the store/ booth.

Fig 1.8 Visual references for merchandise design

Fig 1.9 Visual references for environmental graphics and posters 1

Fig 1.10 Visual references for environmental graphics and posters 2

Task 2B: Design Direction

To come up with the color palette, typography, logo style, mascot style, graphic elements and voice/personality.

Voice/personality: 

- upbeat, positive and playful

- relatable and authentic

- knowledgeable and trustworthy

All the 3 points leads to - personality traits containing: 

- energetic and enthusiastic

- friendly and approachable 

- knowledgeable and insightful

- humorous and witty

- encouraging and motivating

References

Fig 2.1 References for typography

Fig 2.2 References for typography 2

To have a base/header typeface for the campaign name, and typeface for its tagline.

And to have 4 difference fonts for individual flavors of the products.

Fig 2.3 References for typography 3

Body copy typefaces.

Fig 2.4 References for visual styles

To show different environment settings in a folky, nature setting, hinting a life of wellness and care free.

Fig 2.5 References for logo style

Fig 2.6 References for logo style 2

Text placement + visual composition.

Fig 2.7 Color palette

Secondary colors to be applied onto packaging and website.

Monochromatic colors to act as neutral colors for secondary colors.

Fig 2.8 References for graphical elements

Elements to be utilized on the website, merch and visuals.

Fig 2.9 References for mascot styles

Either characters accompanied by pets/animals holding the product itself in a comical way or in their hands.

or 

Cartoon characters being the product or product flavors itself. Or the characters being blended and combined with the products, also the things that they're combining with are the flavor/ingredient of the flavors.

Final Task 2 Submission

Fig 3.1 Final Task 2 Submission

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FEEDBACK

Week 6

For the typefaces, there might be 1 too many typefaces to handle but do try it out if it works out or it doesn't. Only chose one typeface for the header as the tagline would not be included on the packaging.

REFLECTION

What I went through with the ideation and design direction was quite clear, but not at first. There was slight hiccup I had to go through before it became clearer. It was clear on what visuals I wanted and the direction I wanted to go with. Some touchpoints took a while to figure out than others but overall, all the touchpoints offline and online on the ideation part, went smooth as I had carefully chosen the references. Eventually, I established the design language for the respective audience that I planned to aim this campaign towards. These tasks helped me the fluidity of how ideas can change and how visuals and ideation can change perspective on how a campaign or product could look like.